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| Introduction | |
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| Marketing Strategy: How It Fits with Business Strategy | |
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| What Is Strategy? | |
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| The Strategy Process | |
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| Where Marketing Fits In | |
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| Marketing Strategy and Product Life Cycles | |
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| Summing Up | |
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| Creating a Marketing Plan: An Overview | |
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| From Strategy to Plan | |
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| Implementing Your Plan via the Marketing Mix | |
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| Controlling Plan Implementation | |
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| Summing Up | |
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| Market Research: Listen and Learn | |
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| Formal Market Research | |
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| Two Formal Methods for Analyzing Buyer Preferences | |
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| Informal Research Methods: Close Customer Contact | |
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| Summing Up | |
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| Market Customization: Segmentation, Targeting, and Positioning | |
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| Segmentation | |
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| From Segmentation to Targeting | |
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| Positioning | |
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| Summing Up | |
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| Competitor Analysis: Understand Your Opponents | |
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| Who Are Your Competitors? | |
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| Characteristics for Analysis | |
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| Porter's Five Forces Framework | |
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| Summing Up | |
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| Branding: Differentiation That Customers Value | |
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| Differentiation of Commodity Products and Services | |
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| Approaches to Differentiation | |
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| Differentiation That Matters | |
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| Summing Up | |
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| The Right Customers: Acquisition, Retention, and Development | |
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| Customer Economics | |
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| Customer Retention | |
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| Customer Development | |
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| Summing Up | |
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| Developing New Products and Services: The Marketer's Role | |
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| The Two Types of New Products | |
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| Extending Product Lines into New Segments | |
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| The New-Product Process | |
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| The Marketer's Role | |
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| Your New-Product Strategy | |
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| Beyond New | |
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| Summing Up | |
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| Pricing It Right: Strategies, Applications, and Pitfalls | |
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| Cost-Plus Pricing | |
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| Price Skimming | |
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| Penetration Pricing | |
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| Exploiting the Experience Curve | |
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| Prestige Pricing | |
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| Bait and Hook Pricing | |
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| Price Promotions | |
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| Customer-Perceived Value: The Ultimate Arbiter of Price | |
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| Pricing and the Product Life Cycle | |
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| Summing Up | |
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| Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation | |
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| The Goal of Marketing Communications | |
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| Communication Vehicles | |
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| Putting It All Together | |
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| The Management Challenge | |
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| Summing Up | |
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| Interactive Marketing: New Channel, New Challenge | |
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| Growing Online Sales | |
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| E-mail Marketing | |
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| Web-Based Merchandising | |
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| Summing Up | |
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| Marketing Across Borders: It's a Big, Big World | |
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| Product Decisions | |
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| Promotion | |
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| Place (or Distribution) | |
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| Price | |
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| Controlling Global Marketing Decisions | |
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| Summing Up | |
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| The Future of Marketing: Tomorrow's Challenges | |
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| Today's Buyers Have More Information | |
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| Delivering on the Promise | |
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| Cutting Through the Clutter | |
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| Market Fragmentation | |
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| Measurement and Accountability | |
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| The Ethics of Marketing | |
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| Summing Up | |
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| Useful Implementation Tools | |
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| Notes | |
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| Glossary | |
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| For Further Reading | |
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| Index | |
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| About the Subject Adviser | |
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| About the Writer | |